Menu: Home :: go to Journal :: switch to Russian :: switch to English
You are here: all Journals and Issues→ Journal→ Issue→ Article

Branding as a mean for ethnocultural tourism development in Sakha Republic (Yakutia)

Annotation

The brand is an important element in the development of tourism, it exposes all the advantages of tourist products, cultural and natural heritage, brand identifies tourist product from the total mass of services provided in this sphere. We discuss different categories of tourist brands. Tourist product and region image are formed due to branding. Presented examples of regional brands affect the fame and recognition of the territory.The purpose of this research is to review the structure of the brand of the tourist enterprise, to identify the peculiarities and importance of the branding efficiency. We present a scientific overview of the definitions “brand”, “branding”, as well as the task is to reveal the definition of “branding in tourism”, its history and position in the modern tourist market of the Sakha Republic (Yakutia). Due to comparative analysis we highlight modern approaches to the study of the region brand. It is justified that the favorable natural and cultural heritage of the region gives all opportunities for positioning the region as an investment attractive region. The result of the study was the conclusion that the region branding is an element of the promotion system of the Sakha Republic (Yakutia) as a tourist region.

Keywords

brand; branding; tourist image of the region; tourism in Yakutia

Full-text in one file

Download

DOI

10.20310/2587-6953-2020-6-21-170-175

UDC

379.851

Pages

170-175

References

1. McDonald M., Wilson H. Marketing Plans: How to Prepare Them, How to Use Them. 7th ed. Chichester, John Wiley & Sons, 2011, 580 p. 2. Feldwick R. What is Brand Equity Anyway? Henley-on-Thames, NTC Publ., 2002, 160 p. 3. Semenova E.A. Brend-menedzhment [Brand management]. (In Russian). Available at: https://marke-ting.wikireading.ru/5623 (accessed 15.08.2019). 4. Romanova E.N. Yakutskiy prazdnik Ysyakh: istoki i predstavleniya [Yakut holiday Ysyakh: Sources and Representations]. Novosibirsk, Nauka, Siberian Publ. Firm, 1993, 160 p. (In Russian). 5. Fedorova S.N. Pozitsionirovanie turisticheskogo imidzha Respubliki Sakha (Yakutiya) [Positioning of tourist image of the Sakha Republic (Yakutia)]. Territoriya novykh vozmozhnostey. Vestnik Vladivostokskogo gosudarstvennogo universiteta ekonomiki i servisa [New Opportunities Territory. Bulletin of Vladivostok State University of Economy and Service], 2016, no. 1, pp. 243-247. (In Russian).

Received

2019-10-17

Section of issue

Culturology

Для корректной работы сайта используйте один из современных браузеров. Например, Firefox 55, Chrome 60 или более новые.